Outdoor advertising circulations are calculated as the number of people aged 5+ with a reasonable opportunity to see an advertising face during a 24-hour day.
Vehicular traffic counts, most often conducted by municipalities and road authorities, are attributed to specific outdoor advertising faces based on COMB-approved distance visibility criteria, and a stringent methodology sanctioned by COMB’s Research Committee.
All traffic counts are adjusted using statistically-reliable local variation factors, to represent traffic volume on an average day of the year.
Outdoor circulations account for:
- The average number of passengers travelling in a vehicle. This data is sourced from Transport Canada’s Canadian Vehicle Use Study and then indexed by COMB to produce provincial/market figures.
- Illumination of the advertising face whereby circulations are discounted when faces are not lit 24 hours a day.
- Pedestrian traffic volume for select advertising faces as determined through in-field count programs. These volumes are adjusted with statistically-reliable local variation factors to represent volume on an average day of the year.
Indoor or Place-Based Advertising
Indoor advertising circulations are calculated as the number of people aged 18+ with a reasonable opportunity to see an advertising face over a 7-day period.
Pedestrian traffic counts, conducted by trained COMB Auditors or professional research organizations at a representative sample of establishments for each media type, are attributed to indoor advertising faces based on COMB-approved distance visibility criteria, and a stringent methodology sanctioned by COMB’s Research Committee.
When indoor advertising is located in contained areas such as change rooms and washrooms, the COMB-approved methodology allows only for pedestrians entering the contained area as measured through COMB-approved in-field count programs.
COMB’s methodology includes the use of statistically-reliable expansion factors to convert raw pedestrian counts to reliable one-week circulations.
Digital and Trio Advertising
Circulations are calculated using the same methodologies that apply to Outdoor and Indoor products as described above - Circulations are based on per face not per advertisement. Average circulations that include digital and trio products are identified in the COMB Data Report.